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The Big Story: Lead generation tuneup

All brokers make a claim to have the best lead-generation strategy going, but many could use a spring tuneup, according to experts Claire Drage of The Lion's Share Group and Calum Ross of Calum Ross Mortgage.
 

Video transcript below:

Reporter:  Staying a step ahead of the curve when sourcing new business is paramount in today’s competitive market.  But how can brokers make sure they are generating the best lead?  We find out in this week’s Big Story on Mortgage Broker News.
 
Finding new leads is important, but so is avoiding a misstep.  So what are some common mistakes to circumvent?
 
Calum Ross, Calum Ross Mortgage
Calum Ross:  I think one of the biggest mistakes that brokers tend to make when it comes down to generating leads is that they try to be all things to all people.  And the fact of the matter is you can’t hold yourself as an expert in real estate investment segment, high net worth segment and simultaneously look after you know hard to place credit and people with no verifiable income.  I think people make the mistake of trying to be a generic market message when in actual fact, they probably are much better served in focusing a specific niche and when it comes down to online leads, they pick that to follow up and being able to demonstrate your unique value proposition is a critical component for success.
 
Reporter:  What are some costly mistakes brokers make when generating leads?
 
Claire Drage, The Lion’s Share Group
Claire Drage:  I think the primary one is what I call spray and pray marketing.  Spraying your business cards, your flyers, your rate sheets with realtors across the city and just praying that the phone is going to ring and you are going to get a lead.  Target demographic marketing is key.
 
Addressing the wants, needs and fears of the person you are speaking to at a networking event or the flyer drop you plan to do in a certain area, that will guarantee you that you will get a client who is interested in hearing more about what you have to offer them and it will lead to more referrals.  
 
Reporter:  There are certain principles that will help brokers maximise their lead generation, leading to more business.
 
Claire Drage:  Brokers can maximise lead generation for better business by tracking what’s working and what’s not.  Where are their leads coming from, what is the quality of that lead, do I spend extra time on a realtor that is only sending me challenged files that has taken me way too much time or do I focus on an area that’s getting me more business, that’s quality business.  Know where lead is coming from, what the quality is and focus in those areas and eliminate what’s not working for you.
  • Kim Luxton: Planning for the future Kim Luxton: Planning for the future (views 13083)

    With slowing business, now is a great opportunity for brokers to focus on the bigger picture, says Kim Luxton, Director, Broker Sales for ING Direct. She says it's time for brokers to focus on client needs, not just today, but for the future and to help them achieve their long-term financial goals, which could result in better residuals and more referrals for the broker.

  • The Big Story: Why brokers do sell creditor insurance: Part II The Big Story: Why brokers do sell creditor insurance: Part II (views 15219)

    On today's Big Story and Part II of our look at creditor insurance, we spoke to Kim Luxton of ING Direct, Ian Tenggardjaja of The Mortgage Centre Mortgage Professionals, Kelly Price,of Mortgage Protection Plan and Mauro Di Cosola of Dominion Lending Centres Mortgage Village.

  • The Big Story: Creditor insurance - Part I The Big Story: Creditor insurance - Part I (views 17282)

    On the average broker’s to-do list, creditor insurance is usually near the bottom. But as brokers look for ways to boost their bottom line, ancillary products like creditor insurance are starting to look more appealing. Still, it’s often a tough sell and that’s coming from the industry itself. Overcoming these challenges is the first step say some brokers. On today's Big Story and Part I of our look at creditor insurance, we spoke to Kelly Price,of Mortgage Protection Plan, Ray McMillan, of Home Mortgage Consultants and Mauro Di Cosola of Dominion Lending Centres Mortgage Village. Price acknowledges that brokers feel selling creditor insurance is someone else’s job and that rings true for McMillan, who says in fact that “somebody else” is also sending them referrals. While apprehension can be a stumbling block for some brokers, it’s not insurmountable, says Di Cosola. Find out on today’s The Big Story, on MortgageBrokerNews.ca TV, your home for industry news, opinion and analysis and

  • The Big Story: Online lead generation The Big Story: Online lead generation (views 14989)

    On today’s Big Story we spoke to Drew Donaldson, an agent with Verico Safebridge Mortgage Solutions, Nick Kyprianou, CEO of Equity Financial Trust and Brad Compton, an agent with Invis. Some feel however, that experienced brokers who know how deal with rate shoppers and offer them more than just a mortgage, but a financial plan, can use these online leads to their advantage.

  • Albert Collu: Mandatory re-licensing education in Ontario Albert Collu: Mandatory re-licensing education in Ontario (views 15560)

    Albert Collu, president of Argentum Mortgages, discusses Ontario's mandatory re-licensing education course, which will begin Nov. 1 and what it will mean for brokers in the province. To be completed by March 31, 2012, the course will bring Ontario mortgage brokers and agents in line with counterparts in Alberta and British Columbia. They already submit to similar education requirements as a condition for license renewal and billed as a way of improving compliance with provincial laws on mortgage brokering.

  • The Big Story: Vancouver's increasingly competitive market The Big Story: Vancouver's increasingly competitive market (views 12939)

    If they say there’s a Tim Horton’s on every street corner in Canada, in Vancouver you’re likely to find a mortgage broker right next door. Throw in the highest housing prices in the country, banks that are fighting tooth and nail on interest rates and falling originations and you have a recipe for disaster. Or do you? On today’s Big Story we spoke to Vancouver brokers Peter Kinch of Dominion Lending Centres-The Peter Kinch Mortgage Team and Trish Pigott of VERICO Primex Mortgages as well as Equity Trust Financial CEO Nick Kyprianou. Kinch feels it’s imperative that brokers resist the temptation to take the banks head-on, while Kyprianou says there has been too much fixation on the market’s high-end prices. Pigott, for one, thinks those brokers who offer value over rate will succeed in the face of increasing competition from the banks. Find out on today’s The Big Story, on MortgageBrokerNews.ca TV, your home for industry news, opinion and analysis.